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How to implement an interactive free loyalty program for SL Benfica : what can SL Benfica learn from the best loyalty programs on the market?
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This master thesis addresses the overarching research question: How to Implement an Interactive Free Loyalty Program for Benfica? Specifically, it focuses on the sub-question: What can Benfica learn from the best loyalty programs on the market? To answer this, a quantitative study was conducted, leveraging desk research as the primary method of data collection. The analysis drew on a diverse range of sources, including academic studies, market research, social listening, and insights from industry players. By synthesizing information from these varied perspectives, the study builds a comprehensive understanding of successful loyalty programs, offering actionable
insights for Benfica to design an effective and interactive loyalty initiative. This research contributes to both academic and practical discussions on loyalty programs, emphasizing the importance of market-driven and behavioral insights in program design.
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SL Benfica Loyalty Membership satisfaction Brand loyalty Sports marketing Fan engagement Branding